Be a graduate sales champion: know your strategy

Sales is always done person to person, whether over the phone or in a face-to-face meeting. This requires not only knowing the product you’re selling inside out, but also how to build rapport and gain a customer’s confidence in what you are selling… and to a large extent, gain confidence in you.

When you are applying and interviewing for graduate sales jobs, understanding these principles and some strategies for dealing with the common objections customers raise, will show that you have what it takes to be a champion sales exec.

Turning ‘No’ to ‘Yes’

Coping with rejection: this is the hardest, and most inevitable, part of a sales person’s job. Even asking the right questions to the right person can lead to a ‘no’ due to circumstances beyond a salesperson’s control. Success comes with learning when to persist in order to turn that ‘no’ around, and when to accept it if it happens.

Why customers might not buy… at the moment

• ‘That’s too expensive!’ An objection to the price is a good opportunity to mention (or re-emphasise) the long-term benefits of what you’re selling and all the ways they’ll get value for money.
• ‘I already have/use something similar’ Prove that you’re offering something different, or better, than your competitors, and highlight the USPs and other benefits to the customer. Demonstrate how the product works, or explain the unique elements of the service.
• ‘I’m interested, but not at the present time’ Emphasise the importance of keeping. up-to-date with the rest of the customer’s market or field, once again highlighting the long-term benefits of your product or service.

Customers like sales people they can trust

Contrary to popular belief, sales is not about lies or trickery; that old cliché about sales people willingly selling their grandmothers is simply not true. Integrity is vital.

Whether you are selling a customer a new pair of shoes or helping them choose the best home insurance, this area involves quick thinking, a personable manner, and a genuine belief in the benefits and capabilities of the product or service you’re selling.

In addition to demonstrating your integrity and politeness, these tips will help you make the most out of a rejection:

• Be patient and persistent – these qualities will always show.
• Really listen to each customer – each is different, with individual needs, even if you are dealing with similar types of organisations or people with similar job roles.
• Pay attention to body language (or verbal cues if you’re selling over the phone), as this will help you determine whether it’s OK to keep trying or not.
• If possible, ask for feedback and the opportunity to contact them at a better time.

Taking these actions might help endear you to customers even if they are unable to purchase immediately.